Campaign: India ka Tyohaar
Brand: Indian Premier League
Company : Multi Screen Media
Agency: DDB Mudra
The film opens with a group of young men alighting from an auto carrying drums, dhols, trumpets, et al and entering a chawl like house. The next shot shows a set of girls dressing up for an event. As they get ready, we realise they are cheerleaders. The next scene shows tailors stitching the uniforms of different teams. It then goes to show people from different religions sitting together and watching a cricket match in a small kirana shop, people on a bus watching a cricket match on a rickety television set. The film continues with montages of people from different walks of life erupting in joy as a player hits a six or gets a difficult catch. Even Shah Rukh Khan and Salman Khan lookalikes are seen thumping each other’s backs as they celebrate a win. The whole nation is seen in a celebratory mood—be it old or young, rich or poor, educated or illiterate, officer goer or home maker, everyone is cheering for the teams they support and enjoying the IPL. Finally comes the super: India ka Tyohaar Pepsi IPL 2015. The ad was preceded by three teasers—Firecrackers, Auto and Office—which had clips from the main film.
For all those engrossed with the on-going ICC World Cup, this is Sony Max’s wake-up call for the IPL that begins next month. Starting off with three teasers which are all about getting ready for the big event, the main ad encompasses all this and leads us to the big moment—our very own IPL. The campaign brings to light that IPL bonds our hearts, our emotions and has the power to go beyond class barriers, religious conflicts and linguistic differences. It brings people with different viewpoints together to celebrate the spirit of togetherness and oneness, making it the world’s biggest extravaganza initiated by India and celebrated by the world.
Says Sonal Dabral, chairman and chief creative officer of DDB Mudra Group, “It may sound cliched, but cricket is a religion in our country. And if that’s the case, then IPL is nothing less than a festival. The tournament embodies the firecrackers of Diwali, the colours of Holi, the brotherhood of Eid and the joy of Christmas. Hence, IPL is that one festival that unites the whole nation as everyone comes together to celebrate.” And eureka, we have India Ka Tyohaar—Festival of India, aka IPL. Therefore, celebrating the IPL as a festival is a natural corollary.
Among the three teasers, the ‘Firecracker’ teaser, which takes into account the drama related to Shah Rukh Khan and Salman Khan—from enemies to being friends—is the most entertaining one. Youngsters carrying musical instruments in an auto, in the film titled Auto, and a poen teaching various dancing moves to office executives (in the teaser titled Office) clearly depict how people are waiting with the anticipation and preparedness among people for an upcoming event (not necessarily IPL). The music composed by music director duo Salim Suleiman is peppy and is sure to catch one’s fancy. And of course, the signature IPL tune announcing the return of the tournament cannot be ignored.
The brief given by Sony Max was to look at IPL differently this time— from just being an event that ignites much passion to one that kindles a sense of bonhomie and festivities. That, the ad perhaps has achieved, and it should be able to generate the buzz around the tournament. But when one compares it to Star Sports’ Mauka campaign for the World Cup, this ad falls short.